Dynamic design is one of the hottest design trends in logos and branding.<\/b>
\nZaheer Dodhia, CEO of LogoDesign.net, is a serial entrepreneur, heading projects like ZillionDesigns, PCStore, HumminbirdInternational.net.
What\u2019s in a logo? Put simply, it\u2019s a graphic design branded to identify a company. But these days, there\u2019s often more to a logo than meets the eye. Dynamic design is one of the hottest design trends in logos and branding.
And by \u201cdynamic design,\u201d I don\u2019t just mean \u201chey, that\u2019s a great design!\u201d Great design is always the goal, but dynamic design incorporates far more.
But why is dynamic logo design on the rise? And how is augmented reality (AR) involved?The Rise Of Augmented Reality
A significant motivation behind the development of dynamic design is the popularity of AR\/VR. No longer simply the arena of headset-wearing techies, AR examples are all around us. If you\u2019ve ever used a Snapchat filter, or utilized Ikea\u2019s portal to see whether the Ektorp or Karlstad will fit better in your living room, or found yourself sucked into a robust session of Pokemon Go, you\u2019ve had an up-close and personal brush with AR.
And you\u2019re by no means alone. In 2020, there were more than 83 million AR users in the United States alone. Based on growth trends, mobile AR access is projected to hit 1.73 billion worldwide by next year. And while there are more AR uses in the entertainment, healthcare and industrial sectors, it\u2019s also a heavy hitter in the world of general consumerism. More than 60 percent of consumers prefer to buy from AR-enabled or AR-featuring sites while „47 percent say they feel more connected to products.“
Since AR is impacting all types of businesses across the board, it\u2019s vital to make sure that your brand\u2019s chief identifier\u2014your logo\u2014stays ahead of the curve.
Whether you call it dynamic, reactive or adaptable design, there\u2019s one thing for certain: if your brand is operating in the AR space, it\u2019s worth developing a logo that provides more than just static identification.
That\u2019s where dynamic design comes in.What Is Dynamic Design?
A dynamically designed logo is far more than a fantastic logo because there\u2019s a whole different dimension to the design: transformation.
A non-dynamic logo is just what it is. It may be (it should be) scaleable, which means that you can put it on different products and change the size and scale without losing the visual integrity. But the elements are locked in place. The design is static.
A dynamic logo, on the other hand, isn\u2019t locked in, and isn\u2019t static. The design as a whole or its individual elements can alter, transform, adapt and shift.
The reason for such transformations is pre-set by the designer, and the changes are built in. So, for example, a designer may create a logo with a variety of alternating color palettes. Or the style of the visual element could change depending on the surroundings. These changeable elements could be altered depending on user input\u2014font size or style that has already been selected by the viewer.How To Create A Dynamic Logo
To create dynamic elements, it\u2019s important to start with a core of your logo design that can stand on its own as your basic logo. With that design in place, it\u2019s time to explore other variations.
Here are a few suggestions for including dynamic design in your logo:
\u2022 Changing color palette, shifting gradually or including gradients
\u2022 Change in visual style for the logo image\u2014rendered realistically, in cartoon style, sketched out, etc.
\u2022 In-motion elements, such as a rotating center
\u2022 Theme iterations, with elements changing style depending on the season, holidays, etc.
\u2022 Fading out\/in, light to dark
The possibilities are endless. However, don’t forget that this dynamic logo is the chief way to identify your brand. How can it stay true to its mission when everything\u2019s subject to change?How To Incorporate Dynamic Design Without Losing Brand Identity
The simplest way to ensure that your dynamic logo does its job is to maintain a consistent element. Basically, all the elements in your logo should boil down to a cornerstone element that stays the same even as those around it change.
Given the wide range of elements that go into the design of a logo\u2014type, size, color choice, background shape, visual style and so on\u2014the most important part is choosing one for consistency and that involves these two factors:
\u2022 Which element is most closely identified with the brand?
\u2022 Which element allows for the most variety within the others?
With these two factors satisfied, you\u2019ll know which element or elements should remain consistent, which gives you scope for change within the rest of the logo.
Perhaps the most readily identifiable dynamic logo out there is the ever-shifting logo on Google\u2019s main search page. Style, visuals, colors and other elements change regularly depending on external factors such as holidays and events, but the logo itself is always immediately obvious and always does its job as an identifier\u2014and enhances Google\u2019s brand personality along with it.Why Design A Dynamic Logo For AR
With the wide variety of AR portals and ways to get involved, it\u2019s smart to plan ahead so that a new brand is ready for inclusion in AR and VR. We already covered the statistics on how many people use AR currently, not to mention the exponential increase that we expect to see. Regardless of what products and services your brand offers, AR will be a valuable way to access and communicate with them.
Dynamic design is ideal for an AR-accessible brand because it allows for adaptations and changes depending on the background and context. This keeps the logo clear and identifiable and enhances the brand image and personality since your customers are able to connect with you in AR.
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